RailCruise America was an upscale dinner and excursion train originating in St. Louis’ historic Union Station. RailCruise was looking for a way to uniquely define the experience of a dinner train in a market with a multitude of entertainment options. A key planning insight described the potential RailCruise America consumer as someone who seeks travel and entertainment on a different level – as part of an exotic journey in life. As a result, we helped coin a new phrase in travel experiences: “travel-tainment.” The creative romanticized the RailCruise experience, underscoring the famous quote that life is about the journey, not the destination.